Gartner Research

5 Steps to Working With Your In-House Agency to Achieve Best Outcomes

Published: 15 February 2019

ID: G00367053

Analyst(s): Sally Witzky


Working with an in-house agency can challenge even the best marketing leaders. In-house agencies may know the business, but not your goals and expectations. Manage your in-house agency like an external agency to yield better ideas, work and results with less friction.

Table Of Contents
  • Key Challenges



  • Capabilities Evolve — Overcome the Myths About In-House Agencies
  • Work to Resolve Common Challenges With In-House Agencies
  • Treat Your In-House Agency as a Strategic Partner
  • Plan and Communicate Your Upcoming Initiatives
  • Effectively Brief the Assigned Project Team

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.